Preview: Party-totallers

15.09.2016 Sober Culture : Alcohol-free : Productivity
Franny Joseph-Zywicki, Party-totallers tribe film by David McGovern

Global – In our latest tribe Party-totallers we talk to a new generation of young adults who are shunning the shots and seeking new ways to socialise without the booze.

  • These consumers are looking for alcohol-free events and products that are every bit as engaging as their licensed counterparts
  • Research by Demos reveals that 19% of 16–24-year-olds in the UK don’t drink at all

For the Party-totallers, being anti-alcohol should not necessitate being anti-social. Our case studies feature Zeenie Malik, 33, a New Haven-based journalist who is building New York’s Muslim party scene, Zane Pocock, 24, a Sydney-based marketing manager who treats his drink-free lifestyle as a competitive advantage, and Franny Joseph-Zywicki, 29, a London-based entrepreneur exploring the city’s sober clubbing circuit.

The Big Idea

For more on how to appeal to consumers that are tired of drinking culture but still want to go out without feeling left out, read our Party-totallers tribe.

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